SERVICE MARKETING

PRESENTED BY:-
AMRENDRA KUMAR
GAP -1
 Key Factors Leading to gap 1
CUSTOMER
EXPECTATIONS
 Inadequate marketing research orientation
Gap Insufficient marketing research
Research not focused on service quality
Inadequate use of market research
1  Lack of upward communication
Lack of interaction between management and customers
Insufficient communication between contact employees and managers
Too many layers between contact personnel and top management
 Insufficient relationship focus
Lack of market segmentation
Focus on transactions rather than relationships
Focus on new customers rather than relationship customers
 Inadequate service recovery
Lack of encouragement to listen to customer complaints
Failure to make amends when things go wrong
No appropriate recovery mechanisms in place for service failures

COMPANY PERCEPTIONS OF CONSUMER EXPAECTATIONS

 OVERCOME FOR LACK OF
UPWARD COMMUNICATION

 RESEARCH FOR UPWARD COMMUNICATION

1. Executive visits to customers:-
This approach is frequently used in biz-to-biz
services marketing. In some visits, executives of
the company make sales or service calls with
customer contact personnel(salespeople). In
other situations, executives of the selling
company arrange meetings with executives at a
similar level in client companies.
2 Executive or Management listening approaches to
Employees:-
Managers spend time on the line, interacting with
customers and experiencing service delivery. A
formal program for encouraging informal interaction
is often the best way to ensure that the contact takes
place.
3 Research on Intermediate Customers:- Intermediate
customers such as contact employees, dealers,
distributors, agents, and brokers are people the
company
4 Research on Internal Customers:-

5 Executive or Management Listening

Approaches to Employees:-

6Employee Suggestions:-
THANK YOU